NOT YOUR TYPICAL SINGLE MALT
As an Art Director at Ogilvy, we developed a unique way of talking about the craft of whisky making to make Glenmorangie stand out in the category and connect with adventurous new drinkers.
Creative Director: Russell Hayer
Role: Art Direction, Content Creation + On-site Shoot Styling & Direction
CHALLENGING THE STATUS QUO
We introduced the campaign with a content series that pushed people to look at Glenmorangie from another perspective. We used bold visual plays on attributes such as lightness, balance and complexity to capture attention at the speed of the feed.
BALANCING TRADITION WITH INNOVATION
Collaborating with influential artists and craftsmen who share the Glenmorangie philosophy of celebrating heritage and artistry, yet embracing science, we co-created a series of films that highlighted the role of curiosity and the need to balance both in order to innovate.
All content was shared cross platforms and led consumers to a Tumblr where they could explore the world of Glenmorangie.
Targeted digital banners and a range of custom, interactive experiences across a variety of media partners extended the reach of the campaign, and provided a variety of touch points to engage new consumers and draw them in.
Partnerships included: Bloomberg, New York Times, The Economist, Forbes, Flipboard among others.
5.5x INCREASE IN SOCIAL ENGAGEMENT RATE
83% DECREASE IN COST PER ENGAGEMENT
1.17% MOBILE CTR
43 MM IMPRESSIONS
190% INSTAGRAM FOLLOWER GROWTH
47% VIDEO COMPLETION RATE
WEBBY AWARD HONOREE ART DIRECTION & BRAND STRATEGY
GOLD ADDY AWARD ART DIRECTION & CROSS PLATFORM CAMPAIGNS
SILVER ADDY AWARD SOCIAL MEDIA CAMPAIGN